When you are a brand which has established a reputation over more than three centuries you could be forgiven for being extremely cautious about how you communicate with your customers, both current and potential. When you are brand steeped in such heritage and provenance as Berry Brothers & Rudd then the risks are all the greater.
Yet the print advertisement I've marked-up below shows they approached the challenge in a nuanced way which has resulted in a visually arresting ad which is rooted firmly in their DNA with a wry bit of humour thrown in.

This version was in the Saturday FT, I'm sure there are others but this is the first time I've seen it and straight away I thought "no image of a wine bottle". The chicken draws the eye. The copy engages and amuses. The final line reminds you that, at the end of the day, buying wine is about drinking it.

All of the traditional cues are there but the BBR brand gentle flexes a little towards a new customer.